News

New report ranks top brand leaders in activating influencer conversations

The firm’s Most Loved Brands rankings was released earlier in February based on net sentiment, and over the next several weeks, Engagement Labs will announce awards for the highest scoring brands in each of the remaining TotalSocial categories. The brands that were most successful with everyday influencers are those with the highest online and offline influence scores in 2018.

“Effective activation of the everyday influencers can drive business success, and brands that gain the attention of consumer influencers tend to see improved short-term sales and long-term brand equity,” said Ed Keller, CEO of Engagement Labs and author of The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy, in a news release. “Everyday influencers are not celebrities and YouTube stars. They are your neighbor or colleague who is knowledgeable about products and eager to share what they know. Success with these influencers is a proven driver of marketing success.”

Top offline brands activating everyday influencers

The Skype brand, built to connect people, is a vital tool for everyday influencers who prize their networks of people whether they live locally or far away. Skype’s users have spoken and Skype recently redesigned based on customer feedback to get back to its roots of a simpler design. Furthermore, the online voice-calling service now comes to Amazon’s Alexa devices at home.

Clinique rose to the number-two spot with its Clinique iD’s influencer push for personalization and customization with the consumer’s beauty care, targeted to connect more with Gen-Z and millennial customers.

Alaska Airlines ascended to the top three as it introduced more West Coast routes,including Hawaii, and launched a basic economy option.

Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand's marketing strategies to develop effective campaigns to reach your audiences?